The number of video advertisments on the Internet is growing every year. But while on TV it is often enough to just list the benefits of the product, on the Internet this tactic does not work. No one wants to waste time watching boring videos. So how does it work nowadays?
In 2018, people spent more than 469 billion rubles on buying smartphones in Russia. Given that the population of Russia is 146.5 million people, Instagram is used by about 10% of Russian population, that is 14.4 million people. The biggest audience of Instagram users in Russia are concentrated in Moscow — every 4 th resident of the capital is registered in Instagram. In St. Petersburg- every fifth. Almost 67% of all Instagram users in Russia are aged 18-34.
It’s simple: you have to create stories.
Storytelling helps to tell the customer what is the benefit of your product or service. The story should “hit the target”. Effective storytelling involves a deep understanding of human emotions, motivations, and psychology in order to truly move an audience.
Speaking about the marketing component of storytelling, the form of submission is more important than the content. There is no deep psychological study, but there is a great positioning, interesting characters that empathize with the listener, there is a plot, there is something that encourages people to tell each other these stories. And, ultimately, buy these stories.
5 basic rules of storytelling
- Respect the rules, but think your own way, be creative and go beyond.
- Mix reality and virtuality, use modern technologies in your advertising.
- Let the story evaluate.
- Don’t forget about emotional triggers, the best advertising is emotional.
- Inspire your audience, make the audience believe in your brand.
